Examining the effect of using multiple media tools on the marketing performance of organizations in a trade campaign environment

Autor:	Wondwesen Tafesse, Tor Korneliussen
Rok vydání:	2013
Předmět:	Marketing Return on marketing investment Marketing management Digital marketing business.industry Marketing effectiveness Business marketing Business and International Management Marketing research business Relationship marketing Marketing strategy
Zdroj:	Journal of Marketing Communications. 19:215-227
ISSN:	1466-4445 1352-7266
DOI:	10.1080/13527266.2011.619556
Popis:	The idea that integrated marketing communications (IMC) can lead to higher levels of marketing performance has gained widespread recognition in the marketing communication literature. Despite this, concrete empirical evidences demonstrating the contribution of implementing IMC to organization- and campaign-level marketing performance are still limited. In an effort to make a contribution to this area, this paper examines whether using multiple media tools, at multiple customer touch points, leads to higher levels of marketing performance in a trade show campaign environment. Data were collected using questionnaire from organizations that exhibited at a large international trade show. Multiple regression analysis was conducted to test the propositions of the study. Consistent with our expectation, the regression results indicated that using multiple media tools for the trade show campaign purposes led to higher levels of marketing performance. Based on the results, a host of practical insights for marketin...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::c973a70224e058d057e6d4e85a43df54 https://doi.org/10.1080/13527266.2011.619556 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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